Pioneer 'Next Generation'

BackgroundCanola is an incredibly competitive market and the most competitive of Pioneer’s crops. Although market share is solid, the agriculture market is so fragile and volatile that brand loyalty is not present among farmers. After all, their livelihood’s at stake when making such decisions.

Pioneer is constantly looking at new technology, better products, better ways of doing things to improve Australian canola and ensure the viability of farming as a career and Australian farming as an industry. They’ve helped grow the canola industry to what it is today and will work to continue that growth into the future.

BriefThe 2014 Pioneer Canola campaign was a chance for Pioneer to step back from the usual product-based advertising and tell customers the story of who Pioneer is and what it stands for. Pioneer has had excellent results in trials and research to back up its position in the market - therefore, it was the perfect time to communicate the longevity, technology and emotional side behind the Pioneer brand.

ApproachWe drew a huge amount of inspiration from Pioneer's very passionate team who had a passion for canola, a passion for the industry and were focussed on providing a quality product with good availability of supply. Our campaign execution showed a farmer, his son and a Pioneer sales rep visiting their farm, with the Pioneer sales rep taking the boy as seriously as he takes the farmer. We wanted to communicate a feeling of fairness, honesty and openness in the campaign. The idea clearly showed that Pioneer supports farmers and works to guarantee their livelihoods on the land.